RESTAURANT favourites provide the inspiration for five new flavours in the Homepride cooking sauce range.
With nearly half of consumers now eating out at least once a week, manufacturer Premier Foods sees keeping up with out-of-home trends as important to growth.
The new range features: Hunter’s Chicken, Peri-Peri, Lemon & Herb, Mediterranean Chicken and Cheesy Pasta Bake.
Jon Burton, cooking sauces category director, said: “The launch of Homepride’s new flavours along with our new packaging refresh across the range is set to encourage consumers to reassess and re-engage with the category by improving its relevance to modern family mealtimes. Through this exciting NPD we hope to help consumers increase their repertoire with a new selection of family favourites. We will be investing in an integrated media campaign which will be supported by a significant marketing spend, to transform consumers’ perceptions of traditional cuisines from being old fashioned and time-consuming to prepare, to something that is modern, relevant, and quick to prepare.”
According to IRI, the cooking sauces category is currently worth over £1bn, and is estimated to deliver growth worth £125m over the next three years. Homepride is currently worth £36m.